Ishin: Not if you want to socialize!

NetEase combined with the introduction of easy letter, can be said to be "a stone stirred thousand layers of waves," about Ishin, micro-letter of the article to see much, I can not help but want to say a few words, please shen volume.

Who are the letters of faith? In addition, there are those who want to or are already aware of, to fight with micro-letter, Rob users, or Rob users time of entrepreneurs and competition programs. If anyone else wants to compete with Tencent for social traffic and users, you should listen to me.

I am basically Tencent's loyal fans, love the death of many of the QQ products. However, in this, I would like to declare that, I am very happy to see a product can impact the monopoly of the market, so this article, mainly to stand on the side of the letter to analyze problems and ideas. The domestic internet industry is really a monopoly is too serious, but these elephants can dance, a few oligarchs monopoly capacity is too strong, the internet has to become a pioneering meat grinder. In particular, Tencent, backed by QQ more than 10 years of users, as well as the user's social relationship precipitation, what you do, he once done, your best outcome, probably also be acquired; more entrepreneurial projects were eventually squeezed out. This is certainly not Tencent's problem, others do well, you can say what. The key is that we do not have an antitrust environment.

To talk about the easy letter, we have to start with the micro-letter. After mobile internet Gang for 2 years, Zhou said, mobile interconnection is probably only one ticket Tencent got, micro-letter is very strong. The success of micro-letter, let the industry marvel. Too many people try to tap into the experience and opportunities from the success of micro-letters. But in doing so, there are many people who still do not understand micro-letters.

Does micro-credit succeed?

Yes, but if the micro-letter is not made by Tencent, will he be able to succeed? If there is no QQ for micro-letter users to transport, micro-letter can be so successful? Rice chat, that is the first micro-letter, died off, because Tencent to do micro-letter, regardless of the impact has been very strong mobile phone QQ status. So, not micro-letter is great, but Tencent great, micro-letter can realize the function of mobile phone QQ can do, but Tencent or let micro-letter bold kill QQ, dare to dig a grave, Nirvana rebirth.

Yi, ah, which of the key factors, you can imitate, you can learn from? No, not one of them. Easy letter, from the imitation of micro-letter began, is a blunder. He did not understand that competition with micro-letters, social use as a point of entry, is a blunder.

Want to socialize?

Everyone knows that social relationship is active, everyone wants to bring social relations to their own platform, but in fact, are delusional. Micro-letter now the social depth, that is the QQ series of products accumulated more than 10 years, the use of QQ habits, it is more than 10 years to gradually develop. Any product, it is impossible to suddenly have a user for several years, or even more than 10 years of good friend relationship accumulation, only Tencent can. I import friends on the micro-letter, sent out to 100 invitations, there will be 60 responses; I import friends on the letter, send out to 100 invitations, 6 responses are not.

Social products, we need to know that any social, especially rely on acquaintances of the product form, as long as Tencent to do, you must be sidelined. Do not talk about the difference, what the market segmentation, the pattern itself, in the Internet products, in fact, most of the difference, can not constitute a barrier; You can do it, but the Giants don't even see it.

Of course, this is not to say that we can not do acquaintance social. What I'm saying is, don't start with a product that relies on an acquaintance's social orientation, because the user will not be able to position you, and a one-sided positioning is useless;

Of course, there are opportunities for the faithful.

Ishin chance?

Of course, for easy faith, it is special. Have an acquaintance social product form, is innate strong relationship, is the address book. And this is the most important selling point--free text messages, voice, they combine, it is absolutely perfect match. Sitting in the telecom carrier background, put such a piece of fat, not to copy a micro-letter social product form, I really do not know how to think. Every phone, there is a directory Ah! To say the entrance, is not more than the micro-letter stronger? What is the entrance, the high frequency, is the entrance;

June See, about the Address Book products how many, why Tencent QQ Address book does not start? Because he did not want to touch the operator's sensitive nerves, the free internet phone, just come up in a few days to chop off. Telecommunications since said to leather their own lives, then thoroughly point, still in time. Otherwise, the telecom tariff is getting cheaper trend, wait until one day you free not free people do not care about the time, there is no more.

Finally, this address book, probably in addition to the operator's background, and only Tencent can eat. As for other entrepreneurs, even if you are the Internet one elder brother, one elder sister, this is not you can eat food, don't remember. Without the accumulation of social relations, you have to do the Address Book project, must sooner or later be competitive. Of course, there are big innovations, another discussion.

More importantly, it's important to be clear: users use you, play a social game, and it's definitely secondary (unless you have a big social difference). He used your first purpose to save money. You can do a good job of saving money, the first stage even win. Only 200 million of the investment, and that point, the longer you battle, the more disaster; maintenance can't keep up, many bugs, experience bad, absolutely lost users; that micro-letter, people have been running for 2 years have now experience, you do not concentrate on the opportunity to seize the last little time, it is sure to step in the footsteps of flying letters.

How failed to fly a letter?

So, how is the letter of the letter to the end? We may have a lot of reasons and views, in fact, I look at a point: 3G network, smart phone, the free text message, can not cross the net, on the basic meaningless. I log on the mobile phone QQ can be sent. And in addition to this a little bit once the advantage, fly a letter, what can take the shot, can give the user a reason, let them every day landing in it?

The same is true of easy faith, that free, in today's appeal, has been less than that year. In the past to answer the phone to 2 cents, hit out to 4 cents; The message fee is a net between a hair five, net a hair, package can send a 100 is mercy. Now, just a few bucks?

It's not going to last long if it's cheap and free, it's unsustainable, otherwise it's unfair competition. More importantly, for free text messages and telephones, the user will not be sensitive for long. When the user is not interested in telecom tariffs, or do not care about the text messages, telephone charges, you probably like flying, was shelved.

So, the letter is also need to know, low price, free is used to quickly circle the user. Is definitely not a core competency. You have to have something to hand, tell the user, this thing is not on Tencent?/This thing in Tencent, not as I do it ... Using the basic logic and mentality of micro-letter, certainly not. Drink up some soup.

What do you do to socialize, the future of the letters?

Easy letter is special, backed by operators, first with free circle of users. Then rely on differentiated social ways to retain users, based on the replacement of the default address book, I think this is the best way to trust. Do you ask a different way of socializing? Innovation is about free wings and open horizons. Though it's easy to believe that I don't have money, I can prove that I'm not talking nonsense: for example, based on the social way of spoof, you take out, QQ, micro-letter, it is not so easy to learn it-it is necessary to change the shape and positioning of the product; You are based on the social way of the girls, the micro-letter is not to say turn can turn? You ask the stranger? This message, Traffic, telephones are free, what the MO to compete?

Well, even if I say that the way is nonsense, you get a collection activities, spend his millions of, certainly ask for it-even promotion also together to do.

But what about the rest of the letters? We don't have a carrier background and we can't get around the social network, so I'm just saying, don't put the product on the assumption that acquaintances are socially based. It's probably the safest way to do the basic function of your product based on the social assumptions, and there's plenty of reason for the user to stay. While notes, browsers, and even antivirus software are all thinking about socializing, you'll find that they're still safe from social modules.

In addition, it seems to me that there are only vertical and customized social methods, means and environment, there are some loopholes can be drilled, such areas in fact there are a lot of blank, especially some deep customization of the social way, Tencent is not copied-it can not put everyone has the demand of the dozen markets, not to change the shape and positioning, To rob you of a market segment? For example, social interaction based on the needs of the game, interactive based on teaching needs, and the need for tourism ...

Even so, the chances of easy faith remain slim.

As I said before, the only advantage of the letter is that it is able to rely on free text messages and voice in the net to cut off a plot to save money in the market. And this is neither sustainable nor a core advantage, as I have explained. I have seen, Ishin in the light of the micro-letter began to detours. The advantage of this little free, easy letter is not emphasized as the most important main body function, put them in the most prominent and main position, also did not carry on the meticulous design, use up is not intimate. I am a clockwork message to no easy to believe acquaintances, if the other party did not install easy letter, he did not know who I am-even the letter is not as good. and to focus on what social, the whole is a micro-letter imitation and follow-up, can not give users to use the letter for social reasons.

Originally easy to believe to micro-letter competition on the start in a very disadvantageous position, and if this is in the wrong direction of the run, do not look hot now, after the enthusiasm? Can you settle it? The positioning and strategy of such a failure, if not rectified, easy to believe will die.

Well, that's enough. I believe that the letter will not necessarily see this article, and may not be able to agree with my analysis and conclusions, but anyway, I would like to wish the letter good luck.

Finally said outside the Han:

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The author of this article: @ Sun Shaohan